Public Relations.

About the Role

The role of public relations differs from company to company and agency to agency. Essentially, it is promoting and protecting a brand or individual, to create a long-lasting positive image with the public and other businesses.

It is being the window to the outside world:

• Protecting the reputation of a brand and the image of a company or individual
• Promoting a brand and its products
• Managing communications through crisis management
• Shaping perspectives for both internal and external stakeholders

The Route to Working in Public Relations

PR isn’t a regulated profession, so there’s no single required qualification — but there are established routes in:

1. 1

   Degree route: any subject is accepted, though a degree in PR, communications, marketing or journalism can help. Most people start in a junior role (such as Account Executive at an agency, or Junior Press Officer in-house) and learn on the job.

2. 2

   Apprenticeship route: the PRCA’s Level 4 PR & Communications Assistant Apprenticeship (around 19 months, equivalent to a foundation degree) is a well-established paid entry route, especially suited to those without a PR-specific degree or without a university education at all.

3. 3

   Professional qualifications: the CIPR (Chartered Institute of Public Relations) offers optional qualifications from Foundation level (A-level equivalent, no degree needed) up to postgraduate Diploma level, plus Chartered status for experienced practitioners — useful for career development, though not required to work in PR.

4. 4

   Work experience: internships and work placements are one of the most common ways in, given how competitive the industry is.

Decide what type of PR interests you

• Consumer
• Business to Business
• Corporate
• Financial
• Agency
• In-House